AnyMind helps creators launch their own brands

As social media takes root in people’s lives, influencers or key commentators (KOL) are increasingly playing a role in connecting brands to consumers. According to a 2019 study Influential Marketing AgencySoutheast Asia’s influential industry is currently estimated at $ 638 million, four times as much as $ 2.59 billion by 2024.

Given the opportunity, influential agencies and forums are taking a bite out of the dessert. Singapore-based AnyMind is one of them.

Founded in April 2016 by Japanese citizens Kosuke Sogo and Otohiko Kozutsumi, AnyMind has launched Adisia Holdings, a trading technology platform. “At the time, I was the managing director of a Japanese digital company in Asia Pacific. I saw great business opportunities in influential marketing in Southeast Asia,” said Sogo, CEO of AnyMind. CASIA In a recent interview.

Sogo has decided to set up AnyMind’s headquarters in Singapore to focus on the Southeast Asian market, but his company has already expanded to other regions and served 13 countries in Asia and the Middle East.

AnyMind was first launched by Artificial Intelligence, a digital advertising platform that aims to identify brands with high engagement and strong social media access. However, the company has rapidly expanded to other sectors and now has four business sectors: AdAsia for advertising, CastingAsia for influencer marketing, TalentMind for human resources and AnyFactory, the recently launched service to connect KOLs with manufacturers.

The organization also introduced the program Supporting D2C’s influencers, KLs, who are planning to launch their own brands, with product branding, marketing and brand image management.

The company’s business is a mix of subscription and revenue sharing models. “For platforms like TalentMind, we do a direct monthly subscription, but we have different models for different uses for platforms like CastingAsia and AdAsia,” Sogo said.

Helping influencers start their own brand

Influential industry KOLs have grown to become their own brands. This prompted the company to launch its D2C service by designing, creating, launching and selling social media stars.

“AnyFactory allows anyone to create any product they want, so it’s a great platform for people who don’t know anything about the product,” Sogo said, adding that it is now available in Japan, Vietnam and more than 200 manufacturers. China registered with AnyFactory.

The service has already produced eight brands from Japan, Thailand and Indonesia, and Sogo said 50 more brands will be launched in the next six months. Explained that AnyMind will cover the initial production costs for qualified influencers based on their number of followers and engagement ratio.

Rapid expansion

Although Sogo did not specify a number, AnyMind said it had a “large” market share in key markets, including Thailand, Vietnam, Indonesia and Japan.

AnyMind is actively buying local companies to expand its reach. To date, it has made five purchases, with Indian mobile video advertising company Pokkt as the latest addition.

AnyMind is currently developing a new logistics line to cover product offerings and is preparing to launch a new e-commerce service called AnyShop to enable influencers to build and manage their own online store.

In March, the company raised $ 26.4 million from existing investors, including Japan Post Capital and Mirai Creation Fund, which encouraged the launch of the D2C line. Sogo confirmed that the funds will also be used to strengthen the presence of AnyMind in India and the Middle East.

“AnyMind will not be our final form. We want to develop more. [products],” he said.